Vevo Study Finds Music Videos Drive Nostalgia Across Generations

On July 10 2026, Vevo, the world’s leading music‑video network, unveiled the results of its “Then is Now” study. The research examines how nostalgia shapes music discovery, cultural connection, and audience engagement across generations. By surveying more than 1,800 consumers in the United States, United Kingdom, and Australia, Vevo provides a data‑driven view of nostalgia’s role in the streaming era.

The survey sampled Gen Z, Millennials, and Gen X listeners, capturing a broad cross‑section of contemporary music audiences. Respondents were asked about the emotional impact of revisiting past media, the influence of shared cultural moments, and how nostalgia affects their listening habits. The study’s methodology and demographic spread give it relevance for music marketers and streaming platforms.

Key findings show that 76 percent of participants report feeling nostalgic when they revisit past content, including music, television, or other media. Sixty percent identify with ‘shared nostalgia,’ a collective memory formed by cultural reboots and widely shared content rather than personal experience. These results confirm that nostalgia is a significant emotional driver for listeners.

The effect is strongest among younger audiences. Sixty‑five percent of Gen Z respondents said they experience ‘borrowed nostalgia’ for moments that predate their birth, and one in three feel they were ‘born in the wrong generation.’ For Gen Z, nostalgia functions as cultural curation and identity building, influencing their media choices and aesthetic preferences.

Music emerged as the top trigger of nostalgic feelings. Eighty‑eight percent of respondents said that music sparks nostalgia, outpacing movies, television, and gaming. Within music formats, music videos led with 68 percent, followed by audio tracks at 59 percent and live‑performance videos at 50 percent, indicating that the visual element amplifies emotional response.

The emotional connection created by music videos also drives discovery. Sixty‑seven percent of respondents said that hearing a song from the past encouraged them to explore other tracks from that era, introducing them to catalogue moments they may have missed the first time. This suggests that nostalgia can expand listeners’ musical horizons beyond their current playlists.

JP Evangelista, Vevo’s EVP of Content, Programming & Marketing, said the ease of streaming accelerates the use of nostalgic content. "People are craving shared moments and experiences, a contrast to the fragmentation driven by personalized algorithms," he said. "That’s why nostalgia has become a powerful form of cultural currency."

Laura Vanison, Vevo’s VP of Research & Measurement, added that music videos transcend the music itself. "The visual storytelling of music videos creates a deep emotional and psychological connection for fans—both new and existing—in a way that few forms of entertainment can," she said. "Music videos from the past uniquely provide context to songs and major pop culture moments."

Vevo was launched in December 2009 as a joint venture among Universal Music Group, Sony Music Entertainment, and EMI. In 2016, Warner Music Group joined the partnership, licensing premium videos from its artists to the platform. The service distributes videos primarily through YouTube, where it generates revenue through advertising and supports the major labels’ catalogues.

The study’s implications are clear for artists, labels, and streaming services. Retro‑inspired visuals and curated playlists can tap into shared cultural memories, while algorithmic curation should balance personalization with opportunities to revisit nostalgic content. As music videos remain the dominant driver of nostalgia, they will continue to shape how audiences discover music and engage with media in the digital age.